Good advertising and marketing can go an extended option to serving to a enterprise succeed.
“That is what we do all day, each day,” 1canoe2 Paperie proprietor Beth Snyder mentioned.
Throughout a Callaway Chamber of Commerce webinar Thursday, Snyder outlined advertising and marketing methods and assets for companies.
The webinar was organized to correspond with a grant just lately introduced by the Fulton Space Improvement Fund — because of county CARES Act funding, small companies can apply for a grant to cowl advertising and marketing prices.
Snyder has realized about advertising and marketing although working her enterprise, which depends on on-line gross sales in addition to the Brick District storefront.
“A very powerful factor is to know your objective,” Snyder mentioned.
Targets would possibly embrace rising social media engagement, driving foot site visitors up or rising gross sales. For instance, the advertising and marketing targets of a automotive dealership could be completely different than a small retailer.
Snyder mentioned advertising and marketing to extend social media engagement will be useful even when it would not encourage a direct improve in gross sales.
“Social media engagement is about gathering your viewers in order that when you could have one thing to inform them, they’re there,” Snyder mentioned.
Enterprise must also have an thought for a way they may measure the success of promoting.
“It isn’t clear lower,” Snyder mentioned. “This is among the hardest issues about advertising and marketing.”
Some issues, like gross sales, engagement, Google stats and foot site visitors, are measurable. However some issues are difficult. Snyder gave the instance of a automotive dealership — most individuals do not determine to make an enormous buy like a car after seeing an commercial, however advertising and marketing can affect the place a buyer goes as soon as they’re finally able to get a brand new car.
Earlier than spending cash on advertising and marketing, a enterprise ought to take into consideration audiences.
“You need to ask the fitting questions,” Snyder mentioned.
Good inquiries to ask embrace — how many individuals will this attain? Who’re they? When will they see this?
“You want to take into consideration who you need to come into your door,” Snyder mentioned.
Snyder prompt attendees give you their splendid buyer. Who’s that particular person? What are their values and pursuits?
“Each time your doing advertising and marketing, I’m considering, ‘what does Melony need to hear?'” Snyder mentioned, referring to 1canoe2’s hypothetical buyer.
This splendid buyer is the kind of one who is almost definitely to help the enterprise.
Social media permits companies to hyperfocus their advertising and marketing and promoting efforts on the perfect buyer — Snyder demonstrated how it’s attainable to pay to spice up a Fb submit, specifying what sort of person sees it.
Snyder additionally really useful companies base their advertising and marketing technique on property.
“Take into consideration what issues you have already got,” Snyder mentioned. “In the event you’re a small enterprise, you can begin with what your greatest property are.”
Snyder mentioned appearances matter — with Google My Enterprise, a small businessperson can edit what pops up when somebody Googles the enterprise, together with photos, location, contact data and hours.
Snyder really useful seeking to consultants and professionals to assist with something from promoting and advertising and marketing to copywriting and images.
Snyder and Justis Smith of the Callaway Chamber of Commerce mentioned potential makes use of for the FADF advertising and marketing grant together with conventional tv and radio ads, social media ads, web site upgrades and giveaways and promotions.
Companies will be awarded as much as $1500.
Extra details about the FADF advertising and marketing grant will be discovered at https://www.callawaychamber.net/covid-19-resources/.
Companies are inspired to use by Oct. 30.